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TOMMEE TIPPEE

Global direct to consumer ecommerce solution

Introduction

Tommee Tippee is the #1 baby feeding brand in the UK, Australia & one of the top 5 baby essential brands in the world. It is a UK-based brand owned by Mayborn Group, a world leading provider of babycare products. Mayborn Group has regional commercial offices in North America, UK, Australia, France and Hong Kong. Its manufacturing and warehousing facilities are situated in Tangiers, Morocco, Guang Dong, China and the UK. Tommee Tippee is an award-winning brand with more than 50 years history, a solid content strategy and, until recently, a focus on B2B sales.

CHALLENGE

  • Increasing demand via online channels posing risks for B2B sales
  • A changing retail and high street landscape leading to uncertainty with the desire to take back control
  • Open new consumer channel to expand market coverage & maximise the digital opportunity
  • Enable personalised communication with consumers to support loyalty & retention
  • Introduce an online store in a direct-to-customer model, targeting consumers directly within international markets whilst maintaining existing B2B sales model
  • Recommended strategic options and approach to then develop and launch the new DTC platform, exercising care to preserve and develop Tommee Tippee existing content asset
  • Develop competitively superior route to customer which supports brand convenience, experience and gratification

SOLUTION

Adobe (Magento 2) Commerce Cloud – e commerce engine; easily scalable across multiple countries with ability to rapidly connect into in-country sales, distribution and fulfilment infrastructure

Fully integrated content management solution – in 1st phase create solution to automate content migration from Episerver to Magento; 2nd phase Adobe integrate with Adobe Experience Manager

Fully integrated content management solution – in 1st phase create solution to automate content migration from Episerver to Magento; 2nd phase Adobe integrate with Adobe Experience Manager

Provide a Stand-Out Proposition (SOP) to include customer education, onboarding, specific promotions and ultimately marketplace

Specific integrations included:

    • Apple Pay/Google Pay payments
    • Click & Collect
    • Biometric payment technology
    • Salsify (PIM) integration
    • Oracle (CRM) integration
    • IForce (UK), Fedex (USA) integration (fulfilment)
    • Hermes, Yodel and In Post integration (last mile couriers and pick-up points)
    • Adyen integration (payment gateway)

RESULTS

  • Drive DTC sales to a double digit share of business within 2 years
  • No attrition of offline B2B sales
  • Deliver on quarterly promotions campaign targets
  • Right Content, Right Time – 15% lower bounce rate
  • Mobile 1st – meeting coverage target expectations
  • Significant new channel coverage
  • Image control over brand, product & reputation
  • Development of direct consumer relationships driven by targeted insights, delivered by better data
  • Capitalise on new and improved organic traffic

PROJECT SERVICES

STRATEGY & CONSULTANCY

WEBSITE
DEVELOPMENT

MANAGEMENT & GOVERNANCE

Growth & acceleration

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